基于网络零售市场中信息不对称问题的博弈分析

Game Analysis of Information Asymmetry Based on the Network Retail Market

文章从信息不对称的角度建立网络零售市场上买卖双方的博弈模型,并提出网络零售市场引入了惩罚机制和信誉评价机制等约束机制对于减少投机者由于信息优势进行道德风险和逆向选择的机会。最后通过淘宝网的实证分析认为一方面通过制度方式加大企业欺骗消费者的成本,另一方优质企业要通过一系列手段向消费者传递企业信号。

The paper establishes network retail market game model of both the buyer and the seller from the perspective of asymmetric information. Introduces the restraint mechanism such as punishment mechanism and reputation mechanism can reduce the speculative behavior because of the advantage of information to carry out moral risk and reverse selection.It is important to increase enterprise consumer fraud cost through system and to transfer the signal of the quality enterprises to the consumer through a series of means through the empirical analysis of the taobao.com.